Experiment Design and Modeling for Long-term Studies in Ads

by HENNING HOHNHOLD DEIRDRE O’BRIEN DIANE TANG In this post we discuss the challenges in measuring and modeling the long-term effect of ads on user behavior. We describe experiment designs which have proven effective for us and discuss the subtleties of trying to generalize the results via modeling. A/B testing is used widely in information technology companies to…
Original post: Experiment Design and Modeling for Long-term Studies in Ads
Source: Unofficial Google Data Science